Weight Control Unlimited Weight Control Unlimited James Ascheman Hiroshi Yamashita Shawn Donahoe

Brand Positioning Statement To provide customers with a high-quality weight loss facility that give hope and success for the obese population with ease and convenience at an economic value where they will feel at ease.

Growth in United States Obesity compared to population 31% 27% 42.5%

Means End Chain Product –Use of the Weight Control Center Attributes –Equipment –Dietitian –Trainers –“BIG” Clothing Store Benefits of a personal trainers and dietitians –assess your current level of fitness –consider your goals –design an individually tailored program to help you achieve goals quickly and safely –maximize your workout time –relieve boredom from the same workout routine –nutritional support –scheduled workout time –motivation

Means End Chain Physical Consequences –Healthier life –Weight Loss –Strength –Better Appearance –Better Family Habits Psychological Consequences –More Self-Confidence –More Self-Esteem Value –The Feeling of being accepted –The Feeling that someone cares about them –They gain hope –The children gain hope –Somewhere they can share experiences and talk to each other

Perceptual Map

PriceObjectives –Profit Oriented Maximizing Profits Rapid return on investment Strategy –We will use an introductory price strategy. –No price flexibility (one rate for everyone) –Discounts Half off kids with two adult memberships If you choose to pay day by day –Punch card (buy 9 days and get the 10 th free Competitor Prices –YMCA $32 month / $384 Year –OZ Fitness (24 hr fitness) $34.99 month –Plaza Fitness $36 month –Powerhouse $44 month –BAC $34 month

Is It Profitable? Yellowstone county population 136,691 Montana obesity x 34.9% Obesity in Yellowstone county = 47,705 5 competitors / 5 Our share of obese people = 9,541 Our potential x 25% Our potential clients = 2,385 $$$ YES $$$

Weight Control Unlimited Prices Yearly –Introductory $349 –After one year $369 Yearly revenue based on all potential clients Introductory $832,365 – After one year $880,065 Monthly –Introductory $32 –After one year $35 Yearly revenue based on all potential clients Introductory $915,840 – After one year $1,001,700 Daily –Introductory $3 Per Visit –After one year $5 Per Visit Yearly revenue based on all potential clients Introductory $2,575,800 – After one year $4,293,000 Punch Card –Buy Nine days get the Tenth Free

Place Objective –W–W–W–Weight Control Unlimited will be direct channel with high customer service. Strategy –O–O–O–Our location will make us accessible within a 30 mile radius of billings Moderate drive for 30 mile radius Short drive for both west end people and the heights people Very close for south side people –S–S–S–South side has lowest average income in billings –I–I–I–It is statistically proven the highest percentage of people that are obese also have an average income or lower. We will be located at the intersection of Fourth Avenue and Main by the Metra

PromotionObjective –Informing To raise awareness and interest for Weight Control Unlimited to the rapidly growing obese population. –Persuading To persuade the obese population to workout in a comfortable atmosphere without being looked upon by the athletic crowd.

PromotionStrategy (AIDA) –O–O–O–Obtain Attention By informing the obese population To raise attention and interest for Weight Control Unlimited –H–H–H–Hold Interest With numerous information channels Examples –R–R–R–Radio –T–T–T–Television –F–F–F–Flyers –A–A–A–Arouse Desire Come meet and hear the exciting story from “The Biggest Loser” WINNER –O–O–O–Obtain Action Grand opening –F–F–F–Free trial workout

Information Channels –Word of mouth –Website –Flyers –Yellow pages –Television Advertisements –Radio Advertisements

Sources United States. Census Bureau. Montana Population United States. Census Bureau. Yellowstone County Population United States. Census Bureau. Billings, Montana Population United States. Census Bureau. Statistics for Firms United States. Census Bureau. Economic Census Industry Statistics. FitnessManagement.com. About SFA. American Senior Fitness Association. Obesity in the U.S. American Obesity Association